Consumers unaware of tire benefits for environment

Drivers want to do what they can for the environment, but a new survey shows many don’t know tires play an important role in helping fuel economy.

A Leger survey conducted for the Tire and Rubber Association of Canada found 87 per cent of Canadians feel a moral obligation to make sure their vehicles are as fuel-efficient as possible, but 74 per cent of them are not aware of low rolling resistance tires and the fuel efficiency gains these provide.

When made aware, 77 per cent of drivers surveyed indicated they would likely purchase a set, provided the fuel savings offset the cost of these fuel saving tires. Only nine per cent of those surveyed use fuel-efficient tires. This creates a potential opportunity for the aftermarket to sell premium tires that offer environmental benefits.

“Clearly, we have a major opportunity to lessen the impact vehicles have on the environment and reduce energy consumption simply by raising awareness of this important tire category,” said Glenn Maidment, president of TRAC. “The need for consumer education is highlighted by the fact that 41 per cent of motorists don’t even know if their vehicles are equipped with fuel-saving tires.”